Using advertising campaigns in popular magazines in the early twentieth century, this chapter analyzes gendered consumption of textiles in colonized Korea. The Japanese Government-General allowed the manufacture of cotton textiles or cotton-mixed synthetic textiles by colonized citizens in Korea. In the advertisements of Kyungbang and Jobang, two representative ethno-national companies of cotton woven textiles owned and operated by Korean people, women were often portrayed as major consumers and patrons of commodities provided by these companies. Woollen textiles were not allowed to be manufactured within Korea until 1945. Japanese companies or Japanese-owned wholesalers monopolized the supply of woollen textiles and advertised them as a luxury for the elite – affluent men and dandies. The business history of Kyungbang and Jobang is introduced in the context of ‘patriotic capitalism,’ or construction of national capital (minjok jabon). The dichotomy between cotton woven textiles and woollen woven textiles is also visible in public space and resulted from economic disparity between rural and urban communities. At the beginning of the colonized governance of Korean citizens, the Japanese government used a pretext of public hygiene and sumptuous consumption to eradicate community-based funerary customs while they promoted homegrown production of ramie or hemp linen by women for funerary clothing in rural areas.